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All lessons in Google Ads for Beginners Lesson 3.1 of 24

Module 0: Introduction to PPC

  1. 0.1What is PPC?
  2. 0.2PPC vs SEO vs SEM
  3. 0.3How the Google Ads auction works
  4. 0.4PPC platforms compared

Module 1: Planning Your First Campaign

  1. 1.1Setting PPC goals
  2. 1.2Setting a Google Ads budget
  3. 1.3PPC keyword research
  4. 1.4Google Ads keyword match types
  5. 1.5Negative keywords

Module 2: Building the Campaign

  1. 2.1How to create a Google Ads account
  2. 2.2Campaign and ad group structure
  3. 2.3Location, language, and schedule
  4. 2.4Google Ads bidding strategies

Module 3: Writing Ads That Get Clicks

  1. 3.1How to write responsive search ads
  2. 3.2PPC ad copy formulas
  3. 3.3Google Ads assets
  4. 3.4PPC landing page best practices

Module 4: Tracking Results

  1. 4.1Google Ads conversion tracking
  2. 4.2What is Quality Score?
  3. 4.3PPC metrics that matter
  4. 4.4Google Ads search terms report

Module 5: Optimizing and Scaling

  1. 5.1Your first 30 days
  2. 5.2Common Google Ads mistakes
  3. 5.3Your PPC action plan

How to write responsive search ads

Your roadmap for this lesson

  • How responsive search ads are built
  • Character limits for headlines and descriptions
  • When to use pinning, and what ad strength means

Short answer

A responsive search ad (RSA) lets you add up to 15 headlines of 30 characters and 4 descriptions of 90 characters. Google tests combinations and shows the ones likely to perform best. Write varied headlines, include your keyword, and pin only when a message must always appear. Aim for an ad strength of Good or Excellent.

The parts of an RSA

PartLimitTip
Final URLYour landing pageSend people to the most relevant page
Display path2 fields, 15 characters eachShows in the ad URL, like /aircon/cleaning
HeadlinesUp to 15, 30 characters eachWrite at least 8 to 10
DescriptionsUp to 4, 90 characters eachWrite all 4
Responsive search ad: you give up to 15 headlines and 4 descriptions, Google mixes themHeadline 1Headline 2Headline 3Headline 4Headline 5Headline 6… up to 15 · 30 charsDescription 1Description 2GooglemixesSponsoredHeadline 2 | Headline 5| Headline 1Description 1.Description 2.
Each ad shows up to 3 headlines and 2 descriptions, so every headline must work alone.

Google usually shows up to 3 headlines and 2 descriptions at once.

Writing good headlines

Mix different kinds so any combination makes sense:

  • Keyword: Aircon Cleaning in Cebu
  • Offer: ₱499 Window Type Cleaning
  • Benefit: Cooler Room in 1 Hour
  • Trust: 500+ Happy Homes Served
  • Call to action: Book Your Slot Today

Each headline must make sense on its own. They can appear in any order.

Pinning

Pinning locks a headline or description to a set position. Use it only when you must, like a required disclaimer or your brand name in position 1.

Pinning reduces combinations, so it can lower ad strength. If you need control, pin two or three headlines to the same spot instead of one.

Ad strength

Ad strength rates your ad from Poor to Excellent. It checks variety, keyword use, and the number of headlines. It is a guide, not a ranking factor. A “Good” ad with a strong offer can beat an “Excellent” one with weak copy.

Try it: live ad preview builder

Edit the headlines and descriptions. Counters show characters used, and Shuffle shows how Google might mix them.

Mobile preview

Sponsored

coolfixqc.ph/aircon/cleaning

Quick quiz

1. What is the headline character limit?
2. How many headlines can one RSA have?
3. When should you pin a headline?

Common mistakes

  • Writing headlines that repeat the same idea. Google needs variety to test.
  • Pinning everything. You lose the benefit of testing.
  • Chasing Excellent at all costs. Clear, true offers matter more.
  • Using one generic ad for every ad group. Match each ad to its keyword theme.

Your action

Write 10 headlines and 4 descriptions for your main ad group. Check each against the character limits.

Key terms

Responsive search ad (RSA)
An ad Google builds from your headlines and descriptions.
Headline
A short ad line up to 30 characters.
Description
A longer ad line up to 90 characters.
Pinning
Fixing a headline or description to a set position.
Ad strength
Google's rating of your ad setup, from Poor to Excellent.

Questions beginners ask

Can I still make expanded text ads?

No. New text ads on Google Search are responsive search ads.

How many RSAs per ad group?

One or two is enough for most small accounts.

Related lessons

Want someone to run your Google Ads while you learn? The team at Remar Digital can help.